Kudzu

What Kudzu does

Kudzu is a Belgian direct-to-consumer e-commerce webshop founded in 2009 and headquartered in Bruges, operating under the kudzu.be domain. It sells curated eco-friendly and sustainable lifestyle products across ten categories — zero waste, beauty and personal care, home and garden, cooking and table, clothing and bags, school and office, baby, toys, books, and party supplies — sourced from a roster of third-party sustainable brands including Fresk, Lefrik, Trixie, Engel., Klean Kanteen, Black+Blum, Pebbly, Ben&Anna, Ecover, Marcel's Green Soap, and Weleda. The company acts as a curated aggregator rather than a proprietary manufacturer, with a multi-vendor marketplace structure and no owned SKUs.

The business model is one-time transactional D2C retail. Unit prices range from approximately €1.95 to €399.90, with free Belgium shipping above €75 and discounts of up to 40%. The platform supports Dutch and French language storefronts and integrates Belgian-localized payment rails including Bancontact/Payconiq/Wero, KBC, Belfius, ecocheques (Pluxee), and iDEAL, plus Apple Pay. Marketing is conducted through a content blog, a monthly email newsletter, and organic social presence on Facebook and Instagram; the company holds a 4.8/5 Trustpilot rating. Ownership is concentrated with co-founders and co-owners Millie Hemelsoen and Valentijn Vyvey; the company is privately held, bootstrapped, and has no disclosed funding rounds, acquisitions, or institutional investors.

Name

Kudzu

Legal name

Kudzu

Website

https://kudzu.be

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Kudzu is a Belgian D2C webshop founded in 2009, headquartered in Bruges, that curates and resells sustainable lifestyle products from dozens of third-party eco brands across zero-waste, baby, beauty, kitchen, and other categories to conscious-living Belgian consumers via its own e-commerce platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Bruges

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer online retail of sustainable lifestyle products including zero waste items, eco-friendly household goods, sustainable clothing, baby products, toys, and books. Revenue is generated through one-time product transactions with no subscription components.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Kudzu is a Belgian online webshop that curates and sells eco-friendly and sustainable lifestyle products directly to consumers. The assortment spans zero-waste items, natural beauty and personal care, home and garden supplies, cooking and tableware, clothing and bags (including recycled-PET and organic-cotton items), school and office supplies, baby products, toys, books, and party supplies. The company sources from third-party sustainable brands (Fresk, Lefrik, Trixie, Engel., Klean Kanteen, Black+Blum, Pebbly, Ben&Anna, Weleda, Ecover, etc.) and resells them through its own e-commerce storefront.

Product overview

Kudzu is a Belgian e-commerce webshop founded in 2009, selling eco-friendly and sustainable lifestyle products. The product portfolio is organized across multiple categories: Zero Waste products (composting, reusable food wraps, shampoo bars), Beauty & Personal Care (natural skincare, sunscreens, deodorants), Home & Garden (cleaning products, furniture care), Cooking & Table (lunch boxes, water bottles, kitchen gadgets), Clothing & Bags (organic cotton underwear, backpacks from recycled PET), School & Office (eco stationery, grow pencils), Baby products (eco diapers, baby care), Toys (wooden toys, eco-friendly crafts), Books (sustainability, cooking, children's books), and Party supplies. The company aggregates third-party sustainable brands including Fresk (Scandinavian-inspired children's products from recycled PET), Lefrik (bags from recycled PET), Trixie (baby and children's products with organic/recycled materials), Engel. (colorful bags from recycled PET), Klean Kanteen (stainless steel drinkware), Black+Blum (kitchen organization), and Pebbly (glass storage solutions). Kudzu acts as a curated marketplace for conscious consumers seeking environmentally friendly alternatives across all aspects of daily life.

Differentiator

Problem solved

Functional benefit

Products and services

• Zero Waste product line Multi-category assortment of zero-waste household and personal products for Belgian consumers seeking to reduce single-use waste. Includes compost bins (e.g., Pebbly 7L), reusable food wraps (Roll'eat Boc'n Roll), lunch wraps and bottles, refillable deodorants (Ben&Anna), menstrual cups, and cleaning products. For conscious-lifestyle consumers and families.
• Beauty & Personal Care product line Natural and plant-based beauty and personal care assortment covering make-up, hair care, face care, body care, sun protection, shaving, dental care, intimate hygiene, baby care, children's care, pregnancy, and insect repellent. For conscious-lifestyle consumers seeking natural alternatives.
• Home & Garden product line Sustainable household assortment for cleaning, bathroom, bedroom, storage, home accessories, pets, gardening, cycling, energy saving, furniture and leather care, and energy. For Belgian households pursuing eco-friendly home and garden routines.
• Cooking & Tableware product line Sustainable kitchen and dining assortment covering on-the-go drinkware (e.g., Klean Kanteen, Bambaw), on-the-go lunchware, children's tableware, grocery bags, cookware (e.g., GreenPan ceramic non-stick), baking, serving boards, food storage (e.g., Pebbly borosilicate glass dishes), ice moulds, coffee and tea, kitchen textiles, coasters, cookbooks, outdoor kitchen/BBQ, and kitchen waste processing. For households cooking and entertaining sustainably.
• Clothing & Bags product line Sustainable clothing and bag assortment for babies (0–2y), children, women, and men — including organic cotton underwear (e.g., Fair Squared, Thought bamboo boxers), grocery bags, handbags, shoulder bags, backpacks (e.g., Fresk, Lefrik, Engel., Pick & Pack, Vaude — many from recycled PET), laptop bags, toiletry bags, wallets, travel bags, bicycle bags, and school bags. For eco-conscious consumers and families.
• School & Office Supplies product line Eco-friendly school and office assortment: school bags, notebooks and printing supplies, sketchbooks, pens/pencils/markers (e.g., Sprout grow pencil, Pilot Rexgrip recycled pen, Stabilo GreenTrio coloured pencils), school/office accessories, colouring and painting, pencil cases, binders, crafting supplies, and staplers. For students, parents, and eco-conscious professionals.
• Baby product line Eco-friendly baby assortment covering pacifiers and teething rings, drinking bottles, eating utensils, sleeping, baby carriers (draagdoeken), care products (e.g., Weleda Baby Billenbalsem), muslin cloths, ecological nappies, and baby toys. For eco-conscious families with infants.
• Toys product line Sustainable toy assortment including baby toys, toddler toys, games, building/construction sets (e.g., Makedo cardboard building sets), puzzles, music, dolls and cuddly toys (e.g., Fabelab organic cotton dolls), educational toys, kitchen play, outdoor play, crafting, vehicles, role play, children's make-up (e.g., Rosajou vegan glitter eyeshadow), and sensory toys (e.g., Mad Mattr dough). For children and families.
• Books product line Curated book assortment covering waste-free living, creative and art, calendars and planners, children's and youth books, climate and nature (e.g., Het Kleine Klimaatboek), cookbooks (e.g., Vegetarische BBQ), pregnancy/baby/family, gardening, health and mindfulness, ecological building, society and economy, walking and travel, body and sexuality, neurodivergence and parenting, and relationships/grief/loss. For conscious-lifestyle readers and families.
• Party & Gifts product line Eco-friendly party and gifting assortment including digital gift cards (Kudzu Digitale Cadeaubon), greeting cards and gifts, wrapping paper and tape, party items (e.g., Fair Squared FSC paper confetti), birthday candles (e.g., Blue beeswax candles), Christmas decorations, and curated gift packages (e.g., Kudzu gift package for teachers). For Belgian consumers and gift-givers.
• Kudzu Digitale Cadeaubon (Digital Gift Voucher) Digital gift voucher redeemable on the Kudzu webshop. Delivered as an instant code via email for flexible gifting. For any Kudzu customer or gift recipient.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Holland & Barrett: Holland & Barrett is a large UK-based health-and-wellness retailer expanding into natural beauty and sustainable home products across Europe, representing a broader incumbent competing for similar conscious-consumer spend.
• Bol.com: Bol.com is the dominant Dutch/Belgian marketplace covering everything from books and toys to home and beauty, with growing curated sustainable assortment categories that increasingly overlap Kudzu's catalog.

Regional players

• Naturitas: Naturitas is a Spanish online retailer of natural health, wellness, eco-living, and sustainable household products, operating in an adjacent European market with a comparable philosophy to Kudzu.

Direct peers

• Greenweez: Greenweez is a French online retailer founded in 2008 specializing in organic, eco-friendly, and zero-waste products across food, cosmetics, home, and baby; it is the closest geographic and assortment peer to Kudzu, with the same sustainable-D2C thesis.
• Made Trade: Made Trade is a US online retailer curating ethical and sustainable goods across home, fashion, kids, and wellness; it shares Kudzu's curated, multi-brand, multi-category marketplace approach to conscious living.
• EarthHero: EarthHero is a US-based curated online marketplace for sustainable everyday goods spanning home, kitchen, baby, and personal care, directly comparable to Kudzu's curated multi-category sustainable assortment model.
• GOODEE: GOODEE is an online retailer of ethically sourced home goods, kitchenware, and lifestyle products from independent brands, similar to Kudzu's role as an aggregator of eco-focused third-party labels.
• Package Free Shop: Package Free Shop is a US D2C retailer focused on zero-waste and plastic-free essentials across kitchen, bath, and personal care, offering the same one-stop-shop proposition for conscious consumers that Kudzu provides.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kudzu.be
• Instagraminstagram.com/kudzushop
• Xx.com/kudzushop
• LinkedInlinkedin.com/company/kudzu-eco-webshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kudzu